Turn on the Tracking – Why it’s important to know who clicks the links in your emails.
Imagine the scenario. You’ve just sent out your latest email campaign. Perhaps it’s advertising your next event, or a product launch, or there’s a change to the service you offer. Your email has been sent to all of your customers and prospective customers. It has been delivered to your entire subscriber list, which of course is GDPR compliant, and if it’s not GDPR compliant then please contact me and I can help with this too.
Now ask yourself these questions:
How do you know who has received your email?
How do you know who has spent time reading your email?
Most importantly, how can you tell if anyone has acted on your email? Have they clicked on a link?
This is crucial information to get the best value from your email campaign. You need to know which links they have clicked. You need to know what happened when they arrived at your website. Did they find a broken link? Did they purchase a product? Did they contact you for more information?
This is an area I can help with no matter whether you have one person subscribed to your mailing list or millions of people you contact on a regular basis. Not knowing the answers to these questions is like leaving cash on the table. You’re potentially ignoring new customers, potential sales, repeat business and referrals.
There is good news. I make it easy to help you find out the answers. I can help set up the link tracking and click checking parameters that you need to find out everything about your email campaign. Using sophisticated tools such as Google Analytics I will show you how to follow the behaviour and patterns of your mailing list subscribers and then turn that information into successful and profitable email campaigns.
You may find when you have the statistics and data that it highlights areas where your customers are confused about what to do next. If you see lots of clicks on a link for a product mentioned in your email, but no sales, it can identify a problem and give you the opportunity to find out why customers aren’t buying that item.
If you find a particular part of your email campaign has generated lots of clicks, lots of enquiries and resulted in lots of sales, then that’s great news and it’s something you can replicate for your next mailing. Email campaigns can be sent out as little or as often as you feel is appropriate.
Tailoring your email campaign to provide information that your customers want will result in more click-throughs to your website. You can run a special email campaign with a time-limited offer, or an offer which ends when X number of clicks have been reached. On your website you can add code to digitally count how many people respond and then close the offer when the target is met.
You can also monitor the clicks in real-time and use this information to quickly respond to your subscribers’ demands. Or you can check your email campaign statistics once a week or once a month to keep an eye on how your campaigns are doing.
Email tracking works using digital tracking codes. Each code is unique and can be attached to a product or a service, either on its own webpage or a compartment of a multi-purpose webpage. The tracking codes can also be assigned to a digital download so you can check how many times a file has been downloaded. This can be useful if you have an ebook, audio or video file available for subscribers to pay for, download and use. You can also drill down to which of your customers has clicked on which link and store this information for future upselling and emailing new information and updates.
These tools to track the clicks are essential for running an effective email campaign that not only covers its costs but actively draws new business to your company. Please contact me for more information about click-throughs, link tracking and setting up successful email campaigns.